Advertising and Sponsorship

For those I interviewed, advertising is currently podcasting’s most lucrative and fastest-growing revenue stream. Advertisers have traditionally utilized podcasts for direct response ads (in which the host gives listeners a code or URL to receive a discounted service; these ads’ success have allowed podcasts to charge high rates).⁷³ However, brand advertisers are becoming more prevalent. Although CPMs^iv attention the ad receives, podcast advertising is, according to DiCristina, remarkably cost-effective compared to advertising in other media.⁷⁴